Dermalogica Myanmar's TribeHeroes
Dermalogica Myanmar wanted to create a campaign that raises awareness on how skin health is more important than beauty products, and that education and skin acceptance is where we hope to focus.
Inspired from previous campaigns run by Dermalogica in the United States, Europe and Australia, Sokorro Group built a strategy that not only raises awareness on skin health and skin acceptance but also be relatable to the people of Myanmar.
We decided to showcase and tell how Dermalogica’s tribe members discover the brand, their journey with the brand and what they love about the brand.
Together with Dermalogica Myanmar core team, we selected 7 tribe heroes – Han Htoo Zaw (Gynecologists), Yadanar Naing Win (Fashion Designer), Htet Htet Aung (Entrepreneur), Payam Ardalan (Founder of an NGO), Annabella Sway Tin (Entrepreneur), Aye Thiri Tun Tun (Makeup Artist) and Thiri Maung Maung Kyaw (Personal Shopper). The campaign was named “#tribeheroes”.
The #tribeheroes campaign became the very first campaign by the brand to celebrate people of Myanmar and their skin. The campaign also became one of the top campaigns that is featured organically on Dermalogica Myanmar’s digital platforms – the reach, engagement and online sales conversion rate increases by 20%*.
*the 20% is extracted from number of sales and store visitors using links provided under the campaign posts